Northbeam

VP of Marketing & Partnerships

Fractional CMO

*Comprehensive B2B & SaaS Performance Marketing Strategies & Execution: 
Product Led Growth, Forecasting, Content Strategies, Analytics & Attribution, Lifecycle, CRM, SEM, SEO, PR, Brand

*Agency Development: 
Client Service Strategies, Mergers & Acquisition, Growth Stage & Transition Management, Business Development, Channel Strategies, and Structural Consulting

Visit adapally.com for a detailed list of clients and work.

Dealpath

Vice President Marketing

BookClub

Chief Marketing Officer

3Q Digital

Established & Executed comprehensive growth oriented, cross channel digital strategies for a portfolio of companies, to 20M/month in advertising spend.

Flagship Clients Include: SurveyMonkey, ZenDesk, Thumbtack, BigCommerce, Appfolio, GoPro, 23&Me, CuriosityStream, Strava, Houzz, DoorDash & more

>SEM, SEO, ABM, YouTube/Video, Remarketing, Programmatic Display, Native Content, Mobile (in-App/3rd party), CRO, Content Strategies, Facebook, Instagram, LinkedIn, Twitter, Analytics, Multi-channel Attribution
>Managed a team of over 70 people across 11 different locations
>Scaled 3Q effectively- 100% increase in topline revenue YoY, Exceeding Margin Goals

Vice President of Client Services

Sr. Director, Client Services

Account Director

Client Services Manager

Shopify

Digital Marketing Manager

I am an executive leader known for performance-oriented, holistic and scalable marketing strategy. As an empathetic, service-oriented leader, I have led high-growth, innovative and profitable agencies, provided business leadership to an extensive portfolio of unicorns, and founded some exceptional startups. I am deeply committed to the intersection of marketing, sales, client services, and product, all based on a data-based decision-making foundation to empower teams and exceed objectives. 

I’m currently focused on accelerating scale for B2B SaaS companies navigating challenging growth stages. 

My areas of expertise include:
•Development of unified revenue teams
•Business Development & Acquisition
•Performance Marketing Strategy Development & Execution
•Brand Strategy
•Product Led Growth 
•Go To Market Strategies
•Digital Transformation & Data Management
•Resource Management & Training
•Growth Stage & Transition Management

As a digital marketing expert and a regular panelist at key industry conferences, I’ve presented my perspectives and case studies on: Holistic Digital Marketing Strategies, Search Engine Marketing, Programmatic Display, Conversion Optimization & Landing Page Optimization, Data Management & Analytics, AI, and Scalable Growth Strategies.

In the aftermath of eTail- lets have a conversation about the gap between marketing reports and the P&L.
In 2026, if you are still walking into board meetings leading with Platform ROAS, you aren't just reporting on marketing, you're misallocating capital.
The illusion of high ROAS is a systemic failure of standard attribution. When Meta, Google, and your CRM all claim 100% credit for the same $200 customer, you aren't looking at a growth engine; you’re looking at a double-counting disaster that masks the true cost of acquisition.
Standard (click based) attribution has built-in bias: it rewards the closer but ignores the creator.
It incentivizes teams to dump budget into bottom-of-funnel tactics, like branded search and aggressive retargeting, because those touchpoints are the easiest to track. 
But here is the uncomfortable truth: A 10x ROAS on a retargeting campaign is often a tax on customers who were already going to buy. 
At Lifesight, we’re helping brands move toward unified measurement. This isn't just a technical upgrade; it’s a strategic one. 
Using Incrementality testing and Marketing Mix Modeling (MMM) along with Causal Attribution, we finally get a holistic view of performance.
✅ Stop over-investing in lazy conversions that don't drive incremental lift.
✅ Start scaling the upper-funnel channels that actually move the needle on new customer acquisition.
✅ Protect your creative team by proving that untrackable brand equity is actually fueling your performance engine.
Measurement should empower your marketing strategy, not stifle it. It’s time to stop tracking who gets the credit and start measuring what actually drives the growth. 

#MarketingLeadership #MarketingMeasurement #IncrementalGrowth #CMOInsights #Lifesight #MarketingMixModeling #attribution

Ada Pally

Global Marketing Executive | Delivering Predictable Growth through Unified Marketing Measurement, Brand Architecture & Performance Culture

You know the halo effect of your brand ads is real, but let’s be honest: if you can’t quantify it, you can’t justify it, and if you cant justify it, you cant scale it. 
We see this especially in food and beverage- we've all seen high-production CTV spots or a viral TikTok moment that lifts in-store sales, but these multi-million dollar decisions have been driven by vibe marketing rather than hard data. 

But the game is changing. The most successful global food and beverage brands are moving away from reporting on any one customer interaction and pivoting towards portfolio-level measurement strategy.

We recently dove in to how Unified Marketing Measurement identifies cross-elasticity. Take a high-margin Limited Edition Summer Flavor, or the iconic McDonald’s Shamrock Shake. On their own, the direct ROAS of these products might look mediocre. 

But a data deep-dive often reveals that these hero product lift the baseline sales of the entire brand by 12% or more simply by boosting brand salience. 
This is where the bridge between brand and demand finally becomes visible.
When you embrace true unified measurement, you stop frantically chasing individual ROAS for every single item. Instead, you start understanding which hero products are actually lifting your entire shelf presence. 

Scaling growth isn't about just spending more; it's about knowing exactly which levers move the whole machine.

How is your team currently measuring the assist value of your hero products on your core product line? 

#GrowthMarketing #BrandStrategy #Omnichannel #FandB #MarketingROI #Measurement #DataStrategy #MarketingOps #UMM #Lifesight
#GrowthMarketing #BrandStrategy #Omnichannel #F&B #MarketingROI

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